Santos Tour Down Under
25 Years Legends Event

To celebrate 25 years of the Santos Tour Down Under, we partnered with the team to create a brand-led design suite for their Legends Dinner - an iconic evening honouring the athletes, stories, and milestones that have shaped the event’s legacy.

Our work spanned digital and print, including custom event branding, invitations, signage, menus and presentation visuals—each element designed to reflect the prestige of the event while paying homage to its rich history. The result was a cohesive visual experience that set the tone for a night of celebration, storytelling and connection, marking a major milestone in Australian cycling.

The brief

2024

A milestone event celebrating 25 years of Australia’s premier cycling race. We were engaged to bring a refined and cohesive visual experience to life across every touchpoint.

  • Event Identity Design
    A custom visual identity created specifically for the Legends Dinner, inspired by the legacy, movement, and prestige of the Tour Down Under

  • Print Collateral
    Designed and produced premium printed materials including:
    • Invitations
    • Menus
    • Name cards
    • Event signage

  • Environmental Design
    • Large-scale event signage and wayfinding
    • On-brand visual styling across venue touchpoints

  • Digital Presentation Assets
    • Branded presentation templates and screen visuals for event flow
    • Ensured seamless integration with speakers, videos, and live moments

  • Collaborative Process
    • Worked closely with the Tour Down Under team and event coordinators
    • Delivered within tight timelines to support a high-profile, live event

  • Outcome
    • A sophisticated, unified guest experience that honoured 25 years of legends in Australian cycling

Our approach

We approached the 25 Years Legends Dinner through a design-led, strategic lens—considering not only how the event would look, but how it would feel and function across every guest interaction. With such a significant milestone, it was essential that the visual identity communicated both legacy and prestige, while integrating seamlessly into the broader Tour Down Under brand.

Our process began with immersion—understanding the history of the event, its audience, and the intended tone of the evening. From there, we developed a flexible identity system that could scale across both digital and physical formats, ensuring consistency and clarity. Every design decision was considered in context: how an invitation might set the tone, how signage would guide guests, how presentation visuals would support storytelling.

By grounding our creative in purpose and detail, we delivered a cohesive design outcome that elevated the guest experience and celebrated 25 years of impact with intention and style.